With a few tweaks, you can use the same ad on multiple platforms. Clinique shows how it’s done

he multiscreen world—where people consume content across a variety of platforms, often at the same time—is nothing new, but it’s a trend that’s been accelerating. Last year almost 85% of U.S. internet users surfed the web while watching TV, up from just over 75% in 2014.

This poses a challenge for brands. After all, creating separate campaigns for each platform can stretch even the healthiest of marketing budgets.

That was the conundrum beauty brand Clinique was facing. Its marketing team handles multiple product launches each season and must prioritize top-tier ones to get the full-funnel creative treatment in print, TV, digital, and in-store. For second-tier launches, Clinique is always seeking creative efficiencies.

What if instead of reinventing the wheel for each digital campaign, you could transform your print ads into six-second bumpers by adding motion graphics?

In the spirit of finding these efficiencies, Clinique partnered with Google’s Unskippable Labs to challenge the maxim that each platform requires different creative. The goal was to show that it’s possible to do more with less.

Omnichannel marketing that doesn’t break the bank

It all started with an insight: six-second bumper ads tend to perform well when they have a singular focus—a technique Clinique’s creative team has always used in its famous prints ads.

That insight led to an idea. What if instead of reinventing the wheel for each digital campaign, you could transform your print ads into six-second bumpers by adding motion graphics, saving creative resources, time, and money?

Clinique decided to test the idea with its recent Chubby Plump & Shine campaign, an updated version of the iconic Chubby Stick Lip Colour that has a plumping effect on lips.

From print ads to bumper ads

Clinique shared three versions of its print creative with our Unskippable Labs team, who then brought the ads to life using simple animation.

The first version, “Balloons,” opened with the print ad, which conveyed the plumping effect of the product in Clinique’s unique visual wit. Of the three bumpers, this version most closely resembled the print ad on which it was based, and what the consumer would see in store at point of sale.